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Chick-fil-A needed a campaign to launch the new Egg White Grill breakfast sandwich and boost their breakfast business overall. And for the first time in over twenty years, they didn’t want to use their long-running cow campaign to do it. We went right at the main tension point and asked people to consider eating chicken for breakfast, something thought of as a bit weird by most. Our campaign, titled “Chicken for breakfast. It’s not as crazy as you think.” used historical figures to draw comparisons between their own great accomplishments and eating chicken for breakfast. According to the research firm Sense360, Chick-fil-A’s breakfast promotions helped the chain take considerable market share. Between June and October 2016, Chick-fil-A’s share of the breakfast market jumped 16 percent nationally while Burger King’s share dropped 4 percent, Taco Bell dropped 3.4 percent and Starbucks dropped 2.5 percent. And according to Sense360, Chick-fil-A’s share in the quick-service breakfast market is now neck and neck with Burger King’s. “Burger King should be very worried,” Sense360 wrote, “so should the rest of the industry.”

Alexander Graham Bell
Susan B Anthony
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